British auction house Sotheby’s launched commerce-enabled applications for iPhone and iPad to let consumers bid on luxury items right from their mobile devices. Auction enthusiasts can use the application to browse current and upcoming auctions, view items and log-in to their Sotheby’s.com accounts to place absentee bids. The application is available for free in Apple’s App Store.

“This mobile application will help Sotheby’s extend its reach and connect with their customers at a regular frequency,” said Patrick Bouaziz, chief visionary officer at ILoveVelvet, New York. “As Sotheby’s is known for its auctions and selling one-of-a-kind pieces, this should help the high-end organization promote and preview these items as well as enhance its overall brand. “This specific application also allows the opportunity for mobile users to bid on current auctions – giving them a direct link to the auction house from anywhere at any time,” he said. “In addition, with most mobile applications of this nature, Sotheby’s has a chance to tap into its customer base to receive real-time feedback on changing wants and needs, allowing the company to meet market expectations.” ILoveVelvet did not develop the application for Sotheby’s, but agreed to speak as a third-party source. London-based Sotheby’s was not available for comment by press time. Sotheby’s is a 266-year-old auction house that specializes in auctioning off artwork, jewelry, antiques and other luxury goods.

Going once … going twice …
The Sotheby’s iPhone and the iPad applications include nearly identical functionality. The homepage lets users choose between sections devoted to upcoming auctions, auction results and Sotheby’s departments focused on different types of auction items, as well as a directory of other services offered by the auction house.